In a unique and innovative campaign, McDonald’s Norway has transformed its iconic takeaway paper bag into a miniature apartment building. This creative initiative is part of a broader effort to promote McDelivery, encouraging Norwegians to enjoy their favorite McDonald’s meals in the comfort of their own homes.
The Artistic Transformation
The campaign features the familiar McDonald’s paper bag, meticulously hand-cut to resemble classic Norwegian apartment buildings. The transformation into paper art is the handiwork of Julie Wilkinson from Makerie Studio, a professional paper artist. Captured by photographer Catharina Caprino, every element in the campaign imagery, including the window light, was created in-camera, adding a touch of authenticity to the campaign.
Striking the Right Balance
Crafted by Nord DDB Oslo, the minimalist ad strikes a delicate balance. The creatives behind the campaign explained, “The craft needed to complement the idea without overtaking it. We aimed to maintain the right equilibrium, ensuring the McDelivery bag was recognizable as a building while retaining its iconic appearance.”
The campaign will be featured throughout the largest Norwegian cities this winter and on social media, bringing a cozy twist to the McDonald’s experience. So, next time you order a McDelivery, remember, you’re not just getting a meal; you’re getting a piece of art.
Final Thoughts
In a unique branding strategy, McDonald’s in Norway has transformed its paper bag into a tribute to Norwegian architecture. Created by Makerie Studio and Nord DDB Oslo, the campaign’s use of hand-cut paper bag resembling traditional Norwegian apartment buildings communicates the brand’s essence. The campaign also stands out for its authenticity and minimalist approach, striking a balance between the architectural tribute and the iconic McDonald’s brand. Set to feature across Norwegian cities and social media, this campaign showcases McDonald’s ability to evolve its brand communication, demonstrating that simplicity can be a powerful tool in a world saturated with advertising.
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